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With the patent on Viagra close to running out, the pharmaceutical giant that owns it is coming up with creative ways to stay relevant in an competitive market.

Already facing challengers from Levitra and Ciali, Pfizer is fighting to keep Viagra relevant to consumers. The “little blue pill” that treats erectile dysfunction has become a part of popular vernacular. And now using the name, Pfizer is looking to bring variations of the drug to new markets.

In an article in the New York Times’, Pfizer confirmed plans to expand Viagra to markets outside the United States specifically developing countries that have shown demand for the pill. The goal is to make a dent in those markets before generics of the $10 pill flood the market.

One plan to keep the Viagra brand a leader in the erectile dysfunction treatment category is Viagra Jet, a chewable pill currently being sold in Mexico. The pill is in reaction to competitors who have come out with everyday and ‘weekender’ pills that lasts for 36 hours.

Some have called the pill gimmicky but Dr. Joseph P. Alukal, an assistant professor and director of reproductive health at the New York University School of Medicine says its not all that far-fetched:

“ ‘Gimmick’ is a strong word, but all of this is designed to create new brand identities. A newer product, less expensive, and a new form of taking it — all that might convince more people to try it.”

No word if Pfizer is thinking of playing with pill shapes, but a Flinstones’ variation on the picker upper would be something to see. You know, just for fun.